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TRANSCRIPT
SPONSORED BY:
JENNIFER BERMAN Director of Global Marketing, ELECTROCORE MEDICAL
SCOTT KLEIN Senior Marketing Director, MEDTRONIC
g Leverage digital outreach to create personalized customer journeys g Glimpse into the future of digital marketing with insights from an
out of industry expert
g Optimize marketing automation and feedback loops to nurture and qualify leads
g Design impactful marketing campaigns targeting new customers
g Harness social listening to develop value-based campaigns that better engage with current and potential customers
g Discuss new tactics to better integrate marketing with sales efforts to create cohesive outreach to HCPs
g Guide the marketplace proactively to successfully launch a new device
g Demonstrate digital’s ROI to increase internal buy-in
NEW FOR 2015
MISCHA PHILLEOGlobal Director of Digital Marketing, GE HEALTHCARE
PAUL A. UPHAMWorldwide Director - Strategic Marketing, Self Administration Injection Systems, BD MEDICAL
PRE-CONFERENCE WORKSHOPS Enhance your learning opportunity by registering for an ALL-ACCESS PASSWORKSHOP A LEVERAGE SOCIAL MEDIA TO CONNECT WITH CUSTOMERS WHERE THEY’RE MOST COMFORTABLE
ANDREW MILLER, Senior Marketing Product Manager, BOSTON SCIENTIFIC
FRANK NIGRO, Social Media Strategist, ADVANCED BIONICS
ROBERT MULLER, Digital Marketing Manager, Strategic Affairs, ROCHE DIAGNOSTICS CORP.
WORKSHOP B INCREASE HCP ENGAGEMENT WITH NEW DIGITAL STRATEGIES JEFF GAUS, President and CEO, PROLIFIQ
5th
Harness the Power of Digital Marketing to Engage Customers and Increase Sales
AUGUST 10-12, 2015 Hyatt Regency Minneapolis
Minneapolis, MN
25+ FORWARD-THINKING INDUSTRY LEADERS PROVIDE A CLEAR PATH FORWARD
To Register Call 866-207-6528 or Visit www.exlevents.com/DigDevices
WHO SHOULD ATTEND? This conference is designed for medical device professionals whose responsibilities include:
Do you want to spread the word about your organization’s solutions and services to potential clients who will be attending this event? Take advantage of the opportunity to exhibit, underwrite an educational session, host a networking event or distribute promotional items to attendees. ExL Events will work closely with you to customize a package that will suit all of your needs. To learn more about these opportunities, please contact:Jayson Mercado, Head of Digital Events 212-400-6236 | [email protected]
VENUE Hyatt Regency Minneapolis1300 Nicollet MallMinneapolis, MN 55403
To make reservations please call 888-421-1442 and request the negotiated rate for ExL’s 5th Digital Devices. You may also book a room by visiting https://aws.passkey.com/g/33202556. The group rate is available until July 20, 2015. Please book your room early as rooms available at this rate are limited.
DEAR COLLEAGUE,
With the medical device industry continuing to invest more in digital marketing year after year, it’s more important than ever for you to create a well-integrated multichannel marketing campaign that provides value to your customers. A survey conducted by Infuse Medical determined that more than 81% of device companies were increasing digital marketing spend or keeping it consistent. Regardless of where your business stands on this front, are you making most of your marketing budget?
Across the industry, the answer is overwhelmingly no. With more than 60% of Internet users researching products online before making a purchase, the majority of device companies using interactive sales tools, and customers taking more control over healthcare decisions affecting themselves, digital marketing has become about more than having a well-designed website or app, a strong SEO campaign, or an active social media presence. It’s about integrating all of these elements into a streamlined journey for your customer, whether that customer is an HCP, a consumer, a hospital executive or even a pharmaceutical company. The 5th Digital Marketing for Medical Devices event provides you with a platform to learn from peers as they share their firsthand experiences with creating campaigns that have increased engagement, provided value to customers and ultimately increased ROI. Attend this event and walk away with strategies to create customized customer journeys, integrate sales and marketing outreach, and increase internal buy-in for digital marketing.
Additionally, this summit allows you to connect with 120+ senior-level device executives representing marketing, product/brand management and communications departments from large, midsize and small medical device businesses across the country. Benefit from the industry expertise of speakers from Congentix Medical, ElectroCore Medical, GE Healthcare, LDR Spine, Medtronic, Oticon Medical, Smiths Medical and other organizations as they share how they’ve leveraged digital marketing.
Hot topics we will cover include:
• Using digital as the lead channel driving marketing forward
• Integrating marketing and sales for a more seamless approach to HCP engagement
• Improving the customer’s experience with your brand through an omnichannel campaign
• Engaging with consumers throughout their experience with your brand
• Maximizing localization, global engagement and digital opportunities in emerging markets
• Applying the voice of the consumer when building customer-centric websites with customized content
• Understanding the role of digital tools in creating value-based campaigns that improve patient adherence and compliance
• Creating the ideal customer experience by building personalized customer journeys
• Gaining insights into profitable actions by consumers
And don’t miss our out of industry speaker, whose digital and marketing innovation experience comes from working at Target and Best Buy! Join us as he shares lessons learned from retail and relates them back to what may work for device companies.
Register yourself and your colleagues today to participate in the largest gathering of medical device marketers in the U.S.
We look forward to welcoming you to Minneapolis this August!
Sincerely,
Sarah Gordon-Goldsmith Sarah Gordon-Goldsmith Senior Production Director ExL Events
¡ Marketing
¡ eMarketing
¡ Digital Marketing
¡ Multichannel Marketing/Integrated Marketing
¡ eBusiness/eCommerce
¡ Marketing Communications
¡ Advertising and Promotions
¡ Brand Management
¡ Product Management
¡ Information Technology
¡ Regulatory Affairs
¡ Paid Media
¡ Social Media
This program will also be of interest to:
¡ Component Suppliers ¡ Marketing Service
Providers ¡ Interactive Marketing
Providers
¡ Advertising Agencies ¡ Consultants ¡ Technology Experts
MISSION STATEMENTTo provide medical device executives with an interactive forum to share best practices and explore up-to-the-minute innovations in digital marketing
SPONSORSHIP & EXHIBITION OPPORTUNITIES
To Register Call 866-207-6528 or Visit www.exlevents.com/DigDevices
8:30 Registration Opens and Continental Breakfast for AM Workshop Attendees
9:30 WORKSHOP A LEVERAGE SOCIAL MEDIA TO CONNECT WITH CUSTOMERS WHERE THEY’RE MOST COMFORTABLE
g Learn what specific content is best suited for social media g Walk through the pros and cons of different social media channels, including
YouTube, Facebook and Twitter g Weigh the strengths and weaknesses of allowing open commenting on various
social media channels g Overcome internal barriers, such as concerns regarding product complaints g Determine how to integrate social channels with your other marketing efforts g Demonstrate ROI from social media engagement
Andrew Miller, Senior Marketing Product Manager, BOSTON SCIENTIFIC Frank Nigro, Social Media Strategist, ADVANCED BIONICS
Robert Muller, Digital Marketing Manager, Strategic Affairs, ROCHE DIAGNOSTICS CORP.
12:30 Lunch for AM Workshop Attendees
2:00 WORKSHOP B INCREASE HCP ENGAGEMENT WITH NEW DIGITAL SALES STRATEGIES
g Learn how to equip your sales team with new digital channels g Discover several tips for repurposing and reusing your content across these
channels g Delve into how to develop compelling digital content reps want to use g Understand the performance of your content and activities to make better
marketing decisions Jeff Gaus, President and CEO, PROLIFIQ
5:00 Pre-Conference Workshop Day Concludes
PRE-CONFERENCE WORKSHOP DAY MONDAY, AUGUST 10, 2015
7:45 Registration and Continental Breakfast for Conference Attendees
8:30 WELCOME AND CHAIRPERSON’S OPENING REMARKS Jeff Gaus, President and CEO, PROLIFIQ
8:45 DIGITAL AS THE LEAD CHANNEL DRIVING MARKETING FORWARD
g Hear about the future of digital marketing in the medical devices industry g Develop a multichannel approach by integrating digital with more traditional
channels g Leverage digital marketing strategies other industries are already using g Identify disruptive technologies that may change your marketing in the future
Mischa Philleo, Global Director of Digital Marketing, GE HEALTHCARE
9:15 OUT OF INDUSTRY INTERVIEW: WHAT’S WORKING IN RETAIL DIGITAL MARKETING…AND WHAT IT MEANS FOR YOU
g Learn how retail marketers are taking a multipronged approach to marketing outreach, and which channels have the highest ROI
g Understand how they leverage big data to customize communication g Identify best practices from retail that you can implement at your organization g Hear which channels they’re anticipating will become the next big thing over the
coming three to five years Edward Chenard, Digital and Marketing Innovation Leader with experience at TARGET and BEST BUY Interviewed by: Jeff Gaus, President and CEO, PROLIFIQ
9:45 UNDERSTAND HOW TO BEST STAY IN FRONT OF HCPs: THE PHYSICIAN DIGITAL LANDSCAPE IN 2015
James Avallone, Director, Physician Research, MANHATTAN RESEARCH, A DECISION RESOURCES GROUP COMPANY
10:15 Morning Networking and Refreshment Break
10:45 PANEL DISCUSSION: INTEGRATE MARKETING AND SALES FOR A MORE SEAMLESS APPROACH TO HCP ENGAGEMENT
g Create a commercial impact by integrating sales and marketing outreach g Understand the barriers sales teams face when connecting with physicians g Uncover tools that aid in better communication with sales teams
Moderator: Cassie Benowitz, Director of Strategy, STONEARCH Alexandria Coe, MarCom Multimedia Manager, LDR SPINE Cody Coonradt, Product Manager, 3M DIGITAL ORAL CARE Mischa Philleo, Global Director of Digital Marketing, GE HEALTHCARE
11:30 CREATE AN OMNICHANNEL CAMPAIGN TO IMPROVE THE CUSTOMER’S EXPERIENCE WITH YOUR BRAND
g Define the purpose of the user experience to create a campaign that meets these objectives
g Review the different stages of a customer’s purchase journey, from discovery and research through purchase and post-purchase, and verbalize what his/her expectations are at different stages
g Explore how emerging digital business trends, such as the integration of business and IT and the evolution of real-time analytics, can help shape your strategy
g Create a timeline for strategy execution that includes all key stakeholders (brand management, strategy, marketing, IT, regulatory, etc).
Marysharon Owens, Director, Global Digital and Branding Strategy, SMITHS MEDICAL
12:15 LEVERAGE MOBILE AS AN EXTENSION OF YOUR SALES AND MARKETING
g Discuss Hill-Rom Respiratory Care’s firsthand experience in the field g Learn how other industry leaders are leveraging mobile technologies to increase
sales, lower costs, glean valuable data insights and build trust in the process g Discover the key components of making your mobile sales app successful g Identify what works, learn how to avoid potential pitfalls, and gain actionable tips
to mobilize your sales force quickly and effectively Leah Noaeill, Marketing Manager, HILL-ROM RESPIRATORY CARE Adam Luckeroth, Client Success Director, APP DATA ROOM
12:45 Networking Luncheon
MAIN CONFERENCE DAY ONE TUESDAY, AUGUST 11, 2015
Track A: Customer-Centric Marketing Approaches
Track B: Digital Innovation’s Role in Reshaping the Traditional Organizational Structure
1:45 CASE STUDY: APPLY THE VOICE OF THE CUSTOMER TO BUILD CUSTOMER-CENTRIC WEBSITES WITH CUSTOMIZED CONTENT
g Create content that resonates with customers depending on where they are in their purchasing cycle
g Use virtual assistants on websites to educate patients and answer questions in order to better address their needs
g Build internal processes to gain organizational buy-in and overcome MLR concerns, such as adverse event reporting
g Harness lessons learned from previous personalized communication to better your marketing outreach in the future Amanda Sheldon, Director, Digital Marketing and Communications, MEDTRONIC
CASE STUDY: INTEGRATE DIGITAL COMPANYWIDE g Define the role and responsibilities of digital marketing within the company g Align digital strategy and tactics to business objectives and performance g Focus on returns (return on engagement and customer experience) to derive improved
brand and business equity Travis Boucek, Integrated Marketing Specialist, ZIMMER BIOMET
2:30 CASE STUDY: DESIGN AND DELIVER A STRONG CONSUMER EXPERIENCE: FROM AWARENESS THROUGH LONG-TERM THERAPY SUPPORT
g Reach potential new patients via targeted marketing, then take a multichannel approach to educate and capture these new leads
g Use digital tools to connect with patients and HCPs and create a strong call to action to convert leads into patients
g Support patients long term to ensure proper care and optimal outcomesJason Christos, Marketing Director, Gastro/Uro Therapies, MEDTRONIC
LOCALIZATION, GLOBAL ENGAGEMENT AND DIGITAL OPPORTUNITIES IN EMERGING MARKETS
g Create a global portal, accessible locally, to share tools, techniques and content around the world
g Collaborate with local offices to ensure outreach meets regulatory constraints g Share best practices to continue to build successful, cost-efficient marketing efforts in
the future Eric Boyles, Senior Director, Global Digital and Social Media, MEDTRONIC
DAY ONE TRACKS
8:00 Continental Breakfast for Conference Participants
8:50 CHAIRPERSON’S RECAP OF DAY ONE AND REMARKS Scott Klein, Senior Marketing Director, MEDTRONIC
9:00 UTILIZE DIGITAL TOOLS TO CREATE VALUE-BASED CAMPAIGNS THAT IMPROVE PATIENT ADHERENCE AND COMPLIANCE
g Teach patients how to utilize your product by providing valuable content via readily accessible channels
g Apply digital tools, including social media and apps, to increase engagement and encourage adherence and compliance
g Build tools that make it easier for patients and physicians to track patients’ progress and reasons why your device may not be working as expected, such as improper administration, incorrect utilization or other factors
Jennifer Berman, Director of Global Marketing, ELECTROCORE MEDICAL
9:45 TURN INSIGHTS INTO PROFITABLE ACTIONS BY CONSUMERS
g Leverage social listening for the who, when and what g Turn insights into targeted campaigns g Discuss branded versus unbranded campaigns g Review driving actions that move the needle for the brand
10:30 Morning Networking and Refreshment Break
11:00 IMPLEMENT THE FOUR MUST-KNOW STRATEGIES FOR MOBILE CONTENT
g Integrate searchable, always up-to-date sales content into mobile apps so sales reps can access the information they need to close deals when they’re out in the field
g Adapt your content for mobile g Discuss how Covidien created engaging, effective mobile sales enablement
content for their workforce g Choose tools that help you create content, easily share it to mobile and measure
its ROI Shannon D’Alessio, Implementation Manager, INKLING
11:45 CREATE AND EXECUTE ENGAGING PRODUCT ADVERTISING g Maximize multichannel usage of clinical content to contextually target HCPs g Learn how to transform your current content marketing into engaging product
advertising g Hear from peers across the industry about iterating their messages to engage
HCPs with the right message in the right medium Moderated by: Chantal Kolber, Director of Digital Advertising Strategy, WOLTERS KLUWER HEALTH
Robert Muller, Digital Marketing Manager, Strategic Affairs, ROCHE DIAGNOSTICS CORP.
Scott Klein, Senior Marketing Director, MEDTRONIC
Elizabeth Presson, Digital Media and Community Experience Manager, OTICON MEDICAL
12:30 Networking Luncheon
1:30 LEVERAGE GOOGLE IN YOUR NEXT PRODUCT LAUNCH
g Generate name recognition using the Google Search ecosystem g Reach the right people at the right time with targeted tactics g Nurture potential customers based on engagement
Brad Alleman, Digital Marketing Manager, PHILIPS HEALTHCARE
2:00 CASE STUDY: DECIDE IF VIDEO IS AN EFFECTIVE USE OF YOUR MARKETING BUDGET BASED ON YOUR PRODUCT AND YOUR AUDIENCE
g Harness video’s ability to visually demonstrate how to use something g Create engaging video to pique customer interest g Determine what length of video is best for your audience, based on their
attention spans and how much time is necessary to demonstrate your product’s strengths
g Evaluate video as a replacement or an adjunct to face-to-face engagements Vinny Luciano, Vice President of Marketing, ACCUVEIN
2:30 PROACTIVELY GUIDE THE MARKETPLACE TO SUCCESSFULLY LAUNCH A NEW PRODUCT
g Understand the current industry landscape with a focus on HCPs and anticipate how it will change when your product is expected to launch
g Solicit feedback from potential future customers to understand what barriers you may face when trying to connect with them
g Drive the market in a direction that’s beneficial to you to build anticipation and create market demand
Sachin Chaudhari, Senior Manager, Product Engineering, CRHF, MEDTRONIC
3:00 DISCOVER HOW CUSTOMERS’ NEEDS ARE EVOLVING, HOW NEW CUSTOMER SEGMENTS ARE GROWING, AND WHAT YOU CAN DO NOW TO PREPARE FOR THESE CHANGES
g Learn how to connect with the better-informed, more engaged consumer g Understand how non-medical device companies are changing the expectations
for device companies g Discuss the role mHealth tools can play in marketing to and engaging with
consumers
3:45 Chairperson’s Closing Remarks and End of Conference
MAIN CONFERENCE DAY ONE TUESDAY, AUGUST 11, 2015
MAIN CONFERENCE DAY TWO WEDNESDAY, AUGUST 12, 2015
3:15 Afternoon Networking and Refreshment Break
3:45 CASE STUDY: B2B 2.0: HARNESS DIGITAL TO CREATE ENGAGING PARTNERSHIPS WITH PHARMA
g Examine your customers’ needs so you can highlight your value throughout your marketing campaign
g Leverage digital tools to best reach this unique audience g Discuss how your device being used with a pharmaceutical product affects other marketing
effortsPaul A. Upham, Worldwide Director - Strategic Marketing, Self Administration Injection Systems, BD MEDICAL
DEMONSTRATE DIGITAL’S ADDED VALUE TO INCREASE INTERNAL BUY-IN
g Reshape your company’s mindset to one that incorporates digital marketing g Learn best practices for integrating digital with traditional channels to ease your way
into digital-centric campaigns g Highlight digital’s true ROI, beyond the “cool factor”
Klaas-Pieter Jimmink, Director of Global Digital Marketing, MOLNLYCKE
4:30 CASE STUDY: CREATE THE IDEAL CUSTOMER EXPERIENCE BY BUILDING PERSONALIZED CUSTOMER JOURNEYS
g Identify what content and channels will resonate with your customers depending on where they are in their journey
g Guide customers through their journey with the end goal of turning them into content curators and inbound marketers
g Demonstrate the ROI of creating a strong consumer-facing customer engagement strategyElizabeth Presson, Digital Media and Community Experience Manager, OTICON MEDICAL
DETERMINE IF A DIGITAL AGENCY PARTNERSHIP IS RIGHT FOR YOU
g Define the role of digital agencies, and differentiate between different types of digital agencies
g Weigh the pros and cons of building programs internally vs. outsourcing to a digital agency
g Discuss best practices for selecting a digital agency g Learn how to effectively collaborate with a digital agency
Asher Cameron, Vice President of Sales and Marketing, INFUSE MEDICAL
5:15 Chairperson’s Closing Remarks and Cocktail Reception
To Register Call 866-207-6528 or Visit www.exlevents.com/DigDevices
Terms & ConditionsBy registering for an ExL Events, Inc. (“ExL Pharma”) event, you agree to the following set of terms and conditions listed below:Registration Fee: The fee includes the conference‚ all program materials‚ and designated continental breakfasts‚ lunches and refreshments.Payment: Make checks payable to ExL Events, Inc. and write code C594 on your check. You may also use Visa, MasterCard, Discover or American Express. Payments must be received in full prior to the commencement of the conference. Any discount applied cannot be combined with any other offer‚ and must be paid in full at the time of order. Parties must be employed by the same organization and register simultaneously to realize group discount pricing options. Cancellations: If you need to cancel your registration for an upcoming ExL event, please note the following policies derived from the start date of the event:• Four weeks or more: A full refund (minus a $295 processing fee) or a voucher to another ExL event
valid for 12 months from the voucher issue date.• Less than four weeks: A voucher to another ExL event valid for 12 months from the voucher issue
date.If you cancel within five business days or at any time after receiving the conference documentation, the voucher issued will be $395 less.Credit Vouchers: Credit Vouchers are valid for 12 months from date of issue. Credit Vouchers are valid toward one (1) ExL event of equal or lesser value. If the full amount of said voucher is not used at time of registration, any remaining balance is no longer applicable now or in the future. Once a Credit Voucher has been applied toward a future event, changes cannot be made. In the event of cancellation on the attendees’ behalf, the Credit Voucher will no longer be valid.
Substitution Charges: There will be an administrative charge of $300 to substitute, exchange and/or replace attendee badges with a colleague occurring within five business days of the conference.ExL Events reserves the right to cancel any conference it deems necessary and will not be responsible for airfare‚ hotel or any other costs incurred by registrants.ExL Events’ liability is limited to the conference registration fee in the event of a cancellation and does not include changes in program date‚ content‚ speakers or venue.* The opinions of ExL speakers do not necessarily reflect those of the companies they represent or ExL Events, Inc.Please Note: Speakers and agenda are subject to change without notice. In the event of a speaker cancellation, significant effort to find a suitable replacement will be made.The content in ExL slide presentations, including news, data, advertisements and other information, is provided by ExL Events, Inc.’s (“ExL’s”) designated speakers and is designed for informational purposes for its attendees, and is NOT INTENDED for purposes of copywriting or for redistribution to other outlets without the express written permission of ExL’s designated speaking parties. Neither ExL nor its content providers and/or speakers and attendees shall be liable for any errors, inaccuracies or delays in content, or for any actions taken in reliance thereon. EXL EVENTS, INC. EXPRESSLY DISCLAIMS ALL WARRANTIES, EXPRESSED OR IMPLIED, AS TO THE ACCURACY OF ANY THE CONTENT PROVIDED, OR AS TO THE FITNESS OF THE INFORMATION FOR ANY PURPOSE. Although ExL makes reasonable efforts to obtain reliable content from third parties, ExL does not guarantee the accuracy of or endorse the views or opinions given by any third-party content provider. ExL presentations may point to other Internet sites that may be of interest to you, however ExL does not endorse or take responsibility for the content on such other sites.
Registration Fees for Attending ExL’s 5th Digital Marketing for Medical Devices Conference:
EARLY BIRD PRICING Register Before 6/26/2015
Conference & Two Workshops $2,395 $2,695
Conference & One Workshop $2,095 $2,395
Conference Only $1,795 $2,195
STANDARD PRICING Register After 6/26/2015
Conference & Two Workshops $2,595 $2,895
Conference & One Workshop $2,295 $2,595
Conference Only $1,995 $2,395
ONSITE PRICING
Conference & Two Workshops $2,695 $2,995
Conference & One Workshop $2,395 $2,695
Conference Only $2,095 $2,495
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Questions or Comments? Do you have a question or comment that you would like to be addressed at this event? Would you like to get involved as a speaker or discussion leader? Please email Senior Production Director Sarah Gordon-Goldsmith at [email protected].
GROUP DISCOUNT PROGRAMSOffers cannot be combined, early bird rates do not apply. To find out more on how you can take advantage of these group discounts, call 866–207–6528.
Save 25% per person when registering four For every three simultaneous registrations from your company, you will receive a fourth complimentary registration to the program (must register four at one time).
Save 15% per person when registering three Can only send three? You can still save 15% off of each registration.
MEDIA PARTNERS
Medical Device Pricing
Solution Provider Pricing
WAYS TO REGISTER
www.exlevents.com/DigDevices
866-207-6528
ExL Events, Inc. 494 8th Avenue, Fourth FloorNew York, NY 10001
888-221-6750
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Digital Marketing for Medical Devices
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CONFERENCE CODE: C594
WAY
S TO
REGI
STER
5th
Harness the Power of Digital Marketing to Engage Customers and Increase Sales
AUGUST 10-12, 2015 Hyatt Regency Minneapolis
Minneapolis, MN
g Leverage digital outreach to create personalized customer journeys
g Glimpse into the future of digital marketing with insights from an out of industry expert
g Optimize marketing automation and feedback loops to nurture and qualify leads
g Design impactful marketing campaigns targeting new customers
g Harness social listening to develop value-based campaigns that better engage with current and potential customers
g Discuss new tactics to better integrate marketing with sales efforts to create cohesive outreach to HCPs
g Guide the marketplace proactively to successfully launch a new device
g Demonstrate digital’s ROI to increase internal buy-in
NEW FOR 2015
To Register Call 866-207-6528 or Visit www.exlevents.com/DigDevices
www.exlevents.com/DigDevices
866-207-6528
888-221-6750
ExL Events, Inc. 494 8th Avenue, Fourth FloorNew York, NY 10001